A $19 strawberry has caused a stir online. And of course, it's sold at Erewhon.

NBC News

26-02-2025

It's juicy. It's fresh. And just one will cost you $18.99.
The Elly Amai strawberry, imported from Kyoto, Japan, has become the latest absurdly priced item sold at the Los Angeles luxury grocery store chain Erewhon, and it has captivated the internet.
This week, dozens of people on TikTok and Instagram have posted videos commenting on the strawberry, marveling at the cost while also questioning why anyone would pay so much for a lone fruit. Some who dished out money to get their hands on the berry have described it as delicious — albeit pricey. Others have called out the cost, suggesting it's yet another product for wealthy Angelenos who frequent the chain.
In recent years, Erewhon, which has 10 stores in the L.A. area, has become a hotspot for locals and tourists alike thanks to the A-listers who shop there and the influencers who regularly post about it online. Their celebrity-branded smoothies — including Kendall Jenner's 'Peaches and Cream' smoothie and Hailey Bieber's 'Strawberry Glaze Soft Serve' smoothie — have helped propel the store's online fame, turning it into a cultural phenomenon.
The market's social media popularity is something influencer Alyssa Antoci, 22, knows intimately. Her uncle and aunt, Tony and Josephine Antoci, own the popular chain. And it was Antoci who began the strawberry trend on TikTok earlier this week, sharing a video of herself unboxing the berry and biting into it while sitting outside an Erewhon store.
'Wow, this is the best strawberry,' she says after the taste-test. 'That's crazy.'
The video has amassed 15.6 million views as of Wednesday and has prompted others on the platform to weigh in. While some have mocked Antoci's video, others have filmed themselves going to Erewhon to try the strawberry out.
Antoci, who said she used to help run Erewhon's social media, said she knows that the prices can contribute to the general frenzy over the store's products. But she believes the overly priced items have also made the chain a destination for many who want a taste of the idyllic L.A. lifestyle.
'People kind of want to experience that and say it in posts,' she said of the viral craze around the store itself. The smoothies, for example, are 'beautiful' and serve as the ideal 'photo op' for visitors, she said.
In Erewhon stores, the shelves in which the berries are put on display showcase them in individually packed clear containers. The bright, large berries sit atop white pads.
The description posted next to the product, provided by Elly Amai, says their strawberries 'redefine sweetness and beauty.'
Once removed from the container, consumers are instructed to rinse the berry, remove the stem and wait 30 minutes 'to bring out maximum sweetness and aroma' before eating.
'Each berry is cultivated to achieve perfect symmetry, brilliant color, and exceptional size,' according to the description on display.
With the berry, Antoci didn't necessarily anticipate such buzz online. But now, it's become a hot commodity: according to Antoci, the berry has sold out at three L.A. locations as of Wednesday.
A spokesperson for Erewhon did not immediately respond to a request for comment. A spokesperson for Elly Amai also did not immediately respond to a request for comment on Wednesday.
'I honestly think this is probably one of the biggest things that have taken off, besides the smoothies,' Antoci said.
Still, some who went to check out the berry in person were not as enthusiastic as Antoci.
'I've seen a lot of weird things at Erewhon, but this is a new low,' said one creator in a video shared to their Instagram.
Many social media users have also commented how they think a price tag so high for such a small item feels dystopian, given that people are struggling with high grocery costs as it is.
But Antoci isn't deterred by any sort of backlash.
"That's just how social media works," she said. "It's like, you know, you're gonna get people who hate on you, but it's like, it doesn't really matter at the end of the day, because they don't understand the opportunity it brings."